Question 1

is the assumed shape of the graph of the sales response function?

Accepted Answer

A)  U-shaped 
B)  S-shaped 
C)  a straight, downward-sloping line, starting in the upper left and extending to the lower right of the graph 
D)  a straight, upward-sloping line, starting in the lower left and extending to the upper right of the graph 
E)  W-shaped 
A)  U-shaped 
B)  S-shaped 
C)  a straight, downward-sloping line, starting in the upper left and extending to the lower right of the graph 
D)  a straight, upward-sloping line, starting in the lower left and extending to the upper right of the graph 
E)  W-shaped

Question 2

trend likely to influence the strategic marketing process in the future that incorporates concerns for ethics,integrity,employee health and safety,and environmental safeguards with more common corporate values such as growth,profitability,customer service,and quality is referred to as __________.

Accepted Answer

A)  stakeholder value 
B)  value-based planning 
C)  marketing ROI 
D)  value-driven strategies 
E)  value-added marketing 
A)  stakeholder value 
B)  value-based planning 
C)  marketing ROI 
D)  value-driven strategies 
E)  value-added marketing

Question 3

cost leadership strategy refers to one of Porter's generic business strategies that

Accepted Answer

A)  involves controlling expenses and, in turn, lowering product prices targeted at a narrow range of markets segments. 
B)  focuses on reducing expenses and, in turn, lowers product prices, while targeting a broad array of market segments. 
C)  requires products to have significant points of difference to target one or only a few market segments. 
D)  requires products to have significant points of difference to charge a higher price while targeting a broad array of market segments. 
E)  seeks opportunities by finding the optimum balance between marketing efficiencies versus R&D-manufacturing efficiencies. 
A)  involves controlling expenses and, in turn, lowering product prices targeted at a narrow range of markets segments. 
B)  focuses on reducing expenses and, in turn, lowers product prices, while targeting a broad array of market segments. 
C)  requires products to have significant points of difference to target one or only a few market segments. 
D)  requires products to have significant points of difference to charge a higher price while targeting a broad array of market segments. 
E)  seeks opportunities by finding the optimum balance between marketing efficiencies versus R&D-manufacturing efficiencies.

Question 4

Geographical groupings refer to organizational groupings

Accepted Answer

A)  that group specific customer segments. 
B)  in which sales territories are subdivided according to geographic location. 
C)  that represent the different departments or business activities within a firm. 
D)  in which a unit is responsible for specific product offerings. 
E)  that combine both market-based groupings with product groupings. 
A)  that group specific customer segments. 
B)  in which sales territories are subdivided according to geographic location. 
C)  that represent the different departments or business activities within a firm. 
D)  in which a unit is responsible for specific product offerings. 
E)  that combine both market-based groupings with product groupings.

Question 5

Toyota is generally acknowledged as the best in the world in revolutionizing the design and manufacture of autos.Toyota managers created the doctrine of kaizen,or __________.

Accepted Answer

A)  continuous improvement 
B)  multi-level input 
C)  make haste, not waste 
D)  continuous production 
E)  continuous communication 
A)  continuous improvement 
B)  multi-level input 
C)  make haste, not waste 
D)  continuous production 
E)  continuous communication

Question 6

the three phases of the strategic marketing process and the output report for each.

Accepted Answer

(1)Planning is the first phase.It output

Question 7

Reflecting on the research study of over 200 management tools and techniques,which of the following companies is used as an example of a firm that excels in terms of operational execution?

Accepted Answer

A)  Costco 
B)  Smucker's 
C)  Coca-Cola 
D)  Kodak 
E)  Toyota 
A)  Costco 
B)  Smucker's 
C)  Coca-Cola 
D)  Kodak 
E)  Toyota

Question 8

During the planning phase of the strategic marketing process,the marketing manager will

Accepted Answer

A)  design the marketing organization. 
B)  obtain resources. 
C)  develop marketing schedules. 
D)  construct managerial bonus plans. 
E)  set market and product goals. 
A)  design the marketing organization. 
B)  obtain resources. 
C)  develop marketing schedules. 
D)  construct managerial bonus plans. 
E)  set market and product goals.

Question 9

Define marketing ROI (return on investment).

Accepted Answer

In finance,the return on investment (ROI

Question 10

positions refer to

Accepted Answer

A)  managers who have the authority and responsibility to issue orders to people who report to them. 
B)  people who have the authority and responsibility to advise people in staff positions but cannot issue direct orders to them. 
C)  the senior executives responsible for a firm's marketing strategies and activities. 
D)  members of the board of directors who are responsible for implementing the firm's marketing strategies and tactics. 
E)  middle management with the responsibility of assuring that tasks are completed on time but who do not actually have the authority to issue orders. 
A)  managers who have the authority and responsibility to issue orders to people who report to them. 
B)  people who have the authority and responsibility to advise people in staff positions but cannot issue direct orders to them. 
C)  the senior executives responsible for a firm's marketing strategies and activities. 
D)  members of the board of directors who are responsible for implementing the firm's marketing strategies and tactics. 
E)  middle management with the responsibility of assuring that tasks are completed on time but who do not actually have the authority to issue orders.

Question 11

actions taken during market product focus and goal setting,Step 2 of the planning phase,include: (1)set market and product goals, (2)select target markets, (3)__________,and (4)position the product.

Accepted Answer

A)  find points of difference 
B)  identify industry trends 
C)  research customers 
D)  develop the program's marketing mix 
E)  develop the budget by estimating revenues, expenses, and profits 
A)  find points of difference 
B)  identify industry trends 
C)  research customers 
D)  develop the program's marketing mix 
E)  develop the budget by estimating revenues, expenses, and profits

Question 12

information needed for the implementation phase of the strategic marketing process includes: (1)action memos with deadlines and Gantt charts; (2)__________; and (3)marketing research.

Accepted Answer

A)  positioning studies 
B)  market-product grids with target segments and product groupings 
C)  organizational charts 
D)  detailed plans to execute the marketing program 
E)  projected future sales, expenses, and profits 
A)  positioning studies 
B)  market-product grids with target segments and product groupings 
C)  organizational charts 
D)  detailed plans to execute the marketing program 
E)  projected future sales, expenses, and profits

Question 13

Figure 22-7
-According to Figure 22-7 above,which student has the greatest number of assigned tasks?

Accepted Answer

A)  Student A 
B)  Student B 
C)  Student C 
D)  Students A and B 
E)  The students have the same number of tasks split between them. 
A)  Student A 
B)  Student B 
C)  Student C 
D)  Students A and B 
E)  The students have the same number of tasks split between them.

Question 14

Organizational groupings in which sales territories are subdivided according to location are referred to as __________.

Accepted Answer

A)  functional groupings 
B)  reseller groupings 
C)  geographical groupings 
D)  product line groupings 
E)  market-based groupings 
A)  functional groupings 
B)  reseller groupings 
C)  geographical groupings 
D)  product line groupings 
E)  market-based groupings

Question 15

actions taken in the development of the marketing program,Step 3 of the planning phase,include: (1)develop the program's marketing mix actions and (2)__________.

Accepted Answer

A)  select target markets 
B)  identify industry trends 
C)  position the product 
D)  find points of difference 
E)  develop the budget by estimating revenues, expenses, and profits 
A)  select target markets 
B)  identify industry trends 
C)  position the product 
D)  find points of difference 
E)  develop the budget by estimating revenues, expenses, and profits

Question 16

Figure 22-A
-Consider Figure 22-A above.Effective managers track the progress of their marketing plans to identify problems that need to be corrected.Sometimes,the problems are with the marketing plan and its strategies; at other times,they may be due to their implementation; and at still other times,they may be due to both.Recall that research on what really works shows that successful firms have excellence on both the planning and strategy side and the implementation or execution side.As Figure 22-A shows,marketers can develop and implement strategies that have four possible results.For "C," identify the likely result of the planning and implementation of the marketing plan and its strategies for a product or service.

Accepted Answer

A)  Trouble: The solution is to recognize that only implementation is at fault and to correct it. 
B)  Success: The marketing program achieves its objectives. 
C)  Failure: The marketing program flounders and fails to achieve its objectives. 
D)  Trouble: The solution is to recognize that only the strategy is at fault and to correct it. 
E)  Cannot be determined with the information provided. 
A)  Trouble: The solution is to recognize that only implementation is at fault and to correct it. 
B)  Success: The marketing program achieves its objectives. 
C)  Failure: The marketing program flounders and fails to achieve its objectives. 
D)  Trouble: The solution is to recognize that only the strategy is at fault and to correct it. 
E)  Cannot be determined with the information provided.

Question 17

Those in staff positions have the authority and responsibility to advise people in line positions

Accepted Answer

A)  and can recommend salary and benefit adjustments for them. 
B)  and serve the board of directors. 
C)  and must clear all such communication with the human resources department. 
D)  but cannot serve on team projects with them. 
E)  but cannot issue direct orders to them. 
A)  and can recommend salary and benefit adjustments for them. 
B)  and serve the board of directors. 
C)  and must clear all such communication with the human resources department. 
D)  but cannot serve on team projects with them. 
E)  but cannot issue direct orders to them.

Question 18

large,packaged goods marketers like Procter & Gamble,Kraft,and Pillsbury have used the product manager (or brand manager)system of marketing organization and implementation.Which of the following is the key advantage of this system?

Accepted Answer

A)  Product managers have relatively little authority. 
B)  Product managers are short-term in their orientation. 
C)  Product managers have direct responsibility for research and development of new products. 
D)  Product managers assume profit-and-loss responsibility for the performance of the product line. 
E)  Product managers have line responsibility over sales managers. 
A)  Product managers have relatively little authority. 
B)  Product managers are short-term in their orientation. 
C)  Product managers have direct responsibility for research and development of new products. 
D)  Product managers assume profit-and-loss responsibility for the performance of the product line. 
E)  Product managers have line responsibility over sales managers.

Question 19

basic business and management practices are important,according to researchers who studied more than 200 management tools and techniques.These are: (1)strategy, (2)__________, (3)culture,and (4)structure.

Accepted Answer

A)  charismatic leadership 
B)  quality 
C)  execution 
D)  sustainability 
E)  ethics 
A)  charismatic leadership 
B)  quality 
C)  execution 
D)  sustainability 
E)  ethics

Question 20

People in __________ positions have the authority and responsibility to issue orders to people who report to them.

Accepted Answer

A)  staff 
B)  executive marketing officer 
C)  line 
D)  stakeholder 
E)  program champion 
A)  staff 
B)  executive marketing officer 
C)  line 
D)  stakeholder 
E)  program champion

Exam 22: Pulling It All Together: The Strategic Marketing Process

is the assumed shape of the graph of the sales response function?

trend likely to influence the strategic marketing process in the future that incorporates concerns for ethics,integrity,employee health and safety,and environmental safeguards with more common corporate values such as growth,profitability,customer service,and quality is referred to as __________.

cost leadership strategy refers to one of Porter's generic business strategies that

Geographical groupings refer to organizational groupings

Toyota is generally acknowledged as the best in the world in revolutionizing the design and manufacture of autos.Toyota managers created the doctrine of kaizen,or __________.

the three phases of the strategic marketing process and the output report for each.

Reflecting on the research study of over 200 management tools and techniques,which of the following companies is used as an example of a firm that excels in terms of operational execution?

During the planning phase of the strategic marketing process,the marketing manager will

Define marketing ROI (return on investment).

positions refer to

actions taken during market product focus and goal setting,Step 2 of the planning phase,include: (1)set market and product goals, (2)select target markets, (3)__________,and (4)position the product.

information needed for the implementation phase of the strategic marketing process includes: (1)action memos with deadlines and Gantt charts; (2)__________; and (3)marketing research.

Figure 22-7 -According to Figure 22-7 above,which student has the greatest number of assigned tasks?

Organizational groupings in which sales territories are subdivided according to location are referred to as __________.

actions taken in the development of the marketing program,Step 3 of the planning phase,include: (1)develop the program's marketing mix actions and (2)__________.

Those in staff positions have the authority and responsibility to advise people in line positions

large,packaged goods marketers like Procter & Gamble,Kraft,and Pillsbury have used the product manager (or brand manager)system of marketing organization and implementation.Which of the following is the key advantage of this system?

basic business and management practices are important,according to researchers who studied more than 200 management tools and techniques.These are: (1)strategy, (2)__________, (3)culture,and (4)structure.

People in __________ positions have the authority and responsibility to issue orders to people who report to them.

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation,Targeting,and Positioning

Developing New Products and Services

Managing Successful Products,Services,and Brands

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multi-Channel Marketing

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